The Triple Bottom Line revolution is spreading across many forward-thinking organizations around the globe. Several successful companies are leading the charge by pioneering a strategy that gives consumers an opportunity to join the effort simply by choosing to shop with them.
Many prominent front runners have established programs that allow customers to select the charity and/or cause they’re most passionate about to receive a portion of their transaction amount, at no extra cost. The concept is a triple win! Companies gain loyal consumers, charities receive donations, and customers help their community by giving back.
Amazon Asks for a Smile
To participate in AmazonSmile, an online shopper simply just needs to add a “smile.” To the website address, that is (amazon.smile.com).
- Step 1: choose a charity from the list provided by Amazon.
- Step 2 Shop with a smile. The bigger the shopper’s total upon checkout, the more support their choice charity receives.
Amazon’s wide selection of products gives consumers an opportunity to donate virtually every time they shop.
Social Responsibility is Top of Mind
Jersey Mike’s Month of Giving is a great example of their consistent focus on social responsibility. Throughout March, the casual restaurant gives a portion of patrons’ checks to a local charity that is hand-picked by the store. Even more impressive, 100% of sales nationwide from one day of the month are donated to each store’s charity partner.
Kroger Focuses on Community
Similarly, Kroger Community Rewards is a program that places the primary focus on helping a store’s local community. When signing up for a Community Rewards loyalty card, consumers are presented with a wide array of charitable options, from local chapters of nationwide non-profit organizations to elementary schools. When a shopper swipes their loyalty card at checkout, a percentage of their purchase is donated.
As the economy rebounds from the most recent recession, donations to charity are steadily increasing year over year. Likewise, consumers will increasingly take their business to companies offering to donate on their behalf and this extra benefit will likely help increase participating companies’ competitive advantage. After all, there is no ceiling to the triple bottom line.
